The United Way certainly was not whistling in the wind when they hired PlanIt Sound to create an inspiring one-of-a-kind music video that has captured national attention.
Starting in Edmonton, Change Starts Here is sweeping across Canada on YouTube, Facebook, Twitter, movie screens and media websites such as the Gazette.
“The best thing is that other United Way offices across the country have seen it and have shown such interest that we are getting requests for a more generic version so they can use it,” says Mike Kluttig, vice-president of community engagement for United Way.
The upbeat rap and R&B video, a major focal point of the United Way Capital Region's fall fundraising campaign, follows the life of a homeless man who loses his way but reconnects with his son and rebuilds his life.
The video starts off with a cheerful whistle and builds into a bouncy, life-affirming message. Interspersed throughout are snippets of stories from real people who have reached out and been helped by the United Way.
The creative genius behind this package is R.J. Cui, founder of PlanIt Sound. The St. Albert resident founded his marketing company about three years ago and has already enlisted such clients as the NBA, the Edmonton Eskimos, the Edmonton Oilers, local malls, car dealerships and restaurants. Even St. Albert Catholic High School hired PlanIt Sound to create its event theme song Are You Down.
Prior to founding PlanIt Sound, Cui worked on the frontlines with youth before gravitating to radio marketing and advertising. For a decade, the University of Alberta sociology graduate also fronted Dark Son Tribe, a hip-hop group that released three records worldwide and toured Asia.
Cui comes by his business acumen naturally.
“My parents owned three Red Roosters and my dad was the Philippine Consul General. He ran his office out of the back of one of the stores. I used to run the cash register and for payment I had unlimited slushies and chocolate bars,” he laughs.
For Kluttig, there was no one better placed in the area to understand the United Way's needs and provide the right strategies based on their own personal experience.
“They grasped it so quickly, what we're about and what we do bringing people and resources together. They brought back a package and it was amazing,” he said.
As for Cui, he says, “The urban feel was right up my alley. I knew how to utilize the artists, the production and put the right team together.”
Calling in some of Edmonton's best freelance artists, Cui hired Blake McWilliam as music video producer and Mike McLaughlin of City Bird Films as art director.
To get the right vibe for Change Starts Here, Cui had three different songwriters come up with a verse for the video. He contracted Ian Fendercase to write an R&B verse, the young and cool Doris Djulic to handle the second rap one and Omar Mouallem for the third verse.
“I knew they were super-talented and I brought them to the table. Like the United Way we wanted to bring unity and diversity together,” Cui said.
In fact, Cui even raps a few lines in the video.
“It was fun for me,” he said. “I don't write as much any more. But it was nice to come back.”
Last year the United Way raised $21 million. This year the goal is $21.5 million.
